Text/catran
On April 18th, Eagle Ceramics will hold its annual dealer meeting every year, and this year it will be held in an unprecedented way - an online meeting, and a major event will be announced in this way:
The Eagle Ceramics LOGO has been upgraded!
▲New Eagle Ceramics LOGO
▲Eagle Brand Ceramics’ new VI unveiled
(News highlights:On April 17-18, Eagle Ceramics 2020 core dealers with the theme of "Brand Renewal, Value Improvement" The Nuan Chunyun meeting was held, and the whole meeting was held in the form of live broadcast. At the same time, the unveiling ceremony of Eagle Brand Ceramics' new VI was held in the headquarters exhibition hall this morning. Lin Wei, President of Eagle Brand Group, Chen Xianwei, Vice President, Ye Qianghui, Chief Financial Officer, and Marketing Director of Eagle Brand Ceramics. Manager Zheng Xionglin unveiled the new logo, and the new image of Eagle Ceramics took off. More than 500 dealers from all over the country gathered "on the cloud" for the ceremony. While jointly discussing how to operate in 2020, they also witnessed the history of brand renewal. time. )
▲Zheng Xionglin, General Manager of Eagle Brand Ceramics Marketing
Focusing on the theme of "Brand Renewal and Value Improvement"
Interpretation of the new VI of Eagle Ceramics
Why change?
This may be an inevitable move since the development of the Eagle Ceramics brand for 46 years, but people are still a little confused when looking at the new LOGO of Eagle Ceramics. Therefore, Zhongtaojun raised two questions to explore it.
#1#
Where is the new LOGO of Eagle Ceramics?
▲Eagle Ceramics-"The Evolution of the Eagle"
On April 14, Zhongtaojun published a warm-up article on the official website of China Ceramics Network for the Eagle Ceramics LOGO upgrade conference. "Recently, major brands are rushing to change their LOGOs. Why?" ", which calls on everyone to look for changes in the old and new logos of Eagle Ceramics on April 18 (today).
In the above illustration of Eagle Ceramics - "Evolution of Eagle", can you find several differences in the "Eagle" totem? Such as the interpretation of the VI text: Eagle Brand Ceramics' new LOGO adheres to the simple aesthetic concept of "less is more", adopts a flat minimalist design, and removes redundant decorative fonts... It is not only easier to grab consumers' attention, but also more Keeping up with the latest international young fashion trends makes the message conveyed by the brand more powerful.
▲The details of the new LOGO of Eagle Ceramics
Not only that, the English version of Eagle Ceramics' new LOGO, after this change, also reflects a new brand image with international vision and affinity.
As an old ceramic brand in the ceramic industry, Eagle Ceramics is a popular brand known to consumers. Its image may be the imprint of consumers on ceramic brands. Therefore, although Zhongtaojun did not see that the upgrade of the Eagle Ceramics LOGO would be a "big change", itstill maintained its original classic Eagle red, and that as long as it spreads its wings and flies high The eagle is a symbol that reflects the brand's steady progress through historical accumulation. It can be seen that the Eagle Ceramics brand is not just improving and changing to meet the needs of the younger era. In this change, it actually takes into account more factors and conditions.
#2#
Is Eagle Ceramics just staying on the “surface”?
▲Eagle Ceramics’ new VI series - some application content renderings
Although April 18 was the first time that Eagle Ceramics announced a brand LOGO upgrade, but in fact, all external advertising materials and terminal management of Eagle CeramicsThe image of the store has been upgraded. The brand VI image itself is a highly customized product. From top to bottom, from the inside out, this is not just a fine-tuning visible to the naked eye of non-designers, but a brand strategy move that we can hardly imagine. You can know it by looking at the changes in the brand at the terminal.
Some industry veterans said: In fact, the older the brand, the more cautious it is about upgrading, because it can send a signal: on the one hand, it is to adapt to the younger generation of consumer groups, on the other hand, it is to implement a new brand Brand strategy to better respond to the end market. Eagle Ceramics is an old ceramic brand. In our opinion, it is a brand covering all channels (collected procurement, decoration, designers, retail, engineering), so its brand image is more It needs to reflect its strength. Therefore, the image upgrade of such a brand requires internal promotion from top to bottom, so that it can interpret the brand's heritage and speak through icons, thereby influencing more audiences.
In this brand upgrade of Eagle Ceramics, the brand has clarified the brand positioning of Eagle Ceramics for the first time. For example, it established the value positioning of Eagle Ceramics as "Founded in 1974 in Foshan, China" and insisted that "many years later, I will still choose Eagle Ceramics." "Emotional positioning. For example, the English version of the brand LOGO will be mainly used for export product packaging, foreign exchange venues, and foreign exhibitions. Domestic use of the purely Chinese version will be given priority. In this way, Eagle Ceramics can more fully demonstrate a new image of a home brand with national culture, international vision and affinity.
▲Eagle Ceramics’ new VI outdoor image
It can be seen that Eagle Ceramics is not changing for the sake of change, but is driven by the strategic direction of the brand. It is also a change made by the brand at the most appropriate time.
Congratulatory messages from outside the circle:
“Before you see the person, you must hear the voice first.” A first-class VI logo is the best business card of an enterprise. —— This is the VI advantage mentioned by Eagle Brand Ceramics Marketing General Manager Zheng Xionglin when he shared the PPT during the online press conference.
Regarding the Eagle Ceramics LOGO upgrade, Si thought it was something that only we brick-and-mortar people would pay attention to, but in fact many outsiders watched and sent "congratulatory messages" one by one. Such as——
Feng Wencan (Huoshan/Ishiyishi/Buddhaduhuo)
With the advent of the "micro era", national strength is becoming stronger and national confidence is gradually building up, there should be more brand upgrades based on the tone of "Chinese culture" in the future. Eagleceramics is a representative brand in the ceramic industry in China. The current brand upgrade also reflects the self-confidence of national enterprises.
What’s more, some even gave their thoughts and suggestions for this old ceramic brand, such as:
Wang Yupeng (top brand designer, founder of LOGOMAN, master of strategic competition and design art, friend of the founder)
In order to meet the needs of the new generation consumer market, the totem of Eagle Ceramics can also be added with the IP image of Eagle Superman, because The first impression of Eagle Ceramics on consumers is that the product quality is good enough, so put the totem on the Eagle Superman to protect the human home environment...
Du Ruihua Du Ruihua Creative Design Co., Ltd. (super product manager, brand value chain integration)
Whether we can successfully establish a new image must be driven by value innovation. I believe Eagle Ceramics is changing for this purpose.
Shi Xinxing (Foshan Aipu Design founder)
The Eagle Ceramics LOGO upgrade is intended to convey the brand’s heritage and influence more audiences.
Jiang Yingeng, founder of Jiangzi Design Team (focusing on rural revitalization)
This is Eagle Ceramics’ further development into the future of the brand.Blueprint and ultimate goal to move forward.
……
This is a LOGO upgrade event that has attracted much attention inside and outside the industry, but it is not just a LOGO upgrade.
Best wishes
A new era of Eagle Ceramics is about to begin!
Looking forward to its next 46 years of development!
